Facebook & Social Journalism Vadim Lavrusik | Journalist Program Manager Subscribe: facebook.com/Vadim 800M 350M + + monthly active mobile users users Social Engagement 150 +60 Friends return daily % • 4 billion pieces of content shared daily • Average user shares 150 items a month Discovering news on Facebook… …and on news sites Farmville for news? Timeline Subscribe with 1. Audience Growth 2. Telling a story 3. Timeline Apps 4. Archiving 5. Personal vs. professional 6. Showcasing photos/videos 7. Mobile posting Subscribe Enable Subscribe on your current Timeline To Allow Subscribers: Facebook.com/about/subscribe Subscriber GrowthSocial discovery Growing Subscribers Subscribe Button for Websites Telling your story Back-dated content Personal vs. Public Subscribe: Select target audience Personal vs. Public Search & Friending Timeline + Subscribe vs. Pages Timeline + Subscribe Pages Use for both friends and a bigger audience X Quick Mobile Updating X Timeline Applications X Interest Lists/Groups/Chat X Privacy Settings X Timeline Layout X X Facebook Insights X Multiple people can admin / managed X Custom Tabs & Applications X Target Updates by Location/Language x Promote with Ads & Sponsored Stories x Where to start? Storytelling Links, Status Updates, Photos New Character Limit Long-form Content Breaking News Real-time updates Multimedia From-the-Scene Photos Multimedia Videos Timeline apps Apps: facebook.com/about/timeline/apps Multimedia Adding Timeline apps Apps: facebook.com/about/timeline/apps Curation Curating links Reporting Searching: Facebook.com/Search 1 2 Reporting Finding Relevant Sources via Groups Reporting Rolodex of 850+ Million 2 1 Reporting Contacting Potential Sources Reporting Create a Custom Feed for your Beat Reporting Create Custom Lists for Sources Crowdsourcing the Wisdom of People Crowdsourcing Submitted Content Crowdsourcing Submitted Content Conversation & Crowdsourcing Inclusion of questions or seeking input: +64% Engagement Crowdsourcing Targeting 1 2 3 CrowdsourcingApps Crowdsourcing TIME: Photos in News Crowdsourcing: Polling Using Questions For High Engagement Timeline & Stories Historical context Engagement: What works? Journalist Analysis: Posts with journalist analysis received +20% referral clicks (Intl. +70%, politics +60%). Meaty Post Length: 5-line posts (+60% increase in engagement) 4-line posts (+30% more engagement). Photos Resonate: Photos received +50% likes than non- photo posts. Links with thumbnails received +65% likes & +50% comments Weekend Traffic: Saturday links received +85% clicks (Wednesday received +37% clicks, Tuesday +12% clicks) Post Through the Day: Spikes at 7 & 8 am, 10 am, 4 & 5 pm, 12 am and 2 am. Distribution Feeds get 2-3x less engagement Page Applications Showcase journalists Page Applications Stream live using Livestream app Applications Adding incentive to connect Mobile Facebook.com/mobile Join the dialogue at facebook.com/journalists Questions? Subscribe at Facebook.com/Vadim
"Journalist and Facebook"